BlitzMetrics Facebook Marketing Textbook v7 DRAFT

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Information about BlitzMetrics Facebook Marketing Textbook v7 DRAFT
Business & Mgmt

Published on March 4, 2014

Author: Blitzmetrics

Source: slideshare.net

Description

Work in progress for the BlitzMetrics Marketing Textbook. The overall structure is in place but some content is subject to change.

Your Instructor: Alex Houg  Follow on Twitter and Facebook! @AlexHoug facebook.com/alexhoug Defining your goals

Goals Optimize The Social Amplification Engine Content Targeting 2 Module 1 2 3 4

If you don’t have a goal, then all roads look as good as any other. 3 Module 1 2 3 4

Facebook sits high in the funnel, driving greater awareness and more brand search terms, organic and paid. • Post Frequency • Competitive Benchmarking • Fan Acquisition • • • • Newsfeed Reach Social Reach Search Ranking Likes and Comments • Earned Media • • • • • Email Collection Coupon Redemption Purchase Sharing Retargeting BUILD AUDIENCE ENGAGEMENT CONVERSION 4 Module 1 2 3 4

Social ads are about amplifying user actions, not broadcasting creative 5 Module 1 2 3 4

6 Module 1 2 3 4

Web Email Social 7 Module 1 2 3 4

20-30% of total marketing should do the trick 8 Module 1 2 3 4

9 Module 1 2 3 4

10 Identify the core issues you face Module 1 2 3 4

11 Define your execution strategy Module 1 2 3 4

12 Test each lever individually with smaller budgets Module 1 2 3 4

Incrementally increase your budget while meeting target metrics 13 Module 1 2 3 4

14 Module 1 2 3 4

BUILD AUDIENCE CONVERSION 15 Module 1 2 3 4

We’ll cover setting up Custom Audiences 16 Module 1 2 3 4

q Select your goals q Determine your test budget q Set up an editorial / marketing calendar q Tie Google Analytics (or analytics tool of choice) to ads account q Compile and grow your email list 17 Module 1 2 3 4

Your Instructor: Alex Houg  Follow on Twitter and Facebook! @AlexHoug facebook.com/alexhoug Cranking up your content production machine

Facebook sits high in the funnel, and therefore drives greater awareness and more brand search terms, organic and paid. • Post Frequency • Competitive Benchmarking • Fan Acquisition • • • • Newsfeed Reach Social Reach Search Ranking Likes and Comments • Earned Media • • • • • Email Collection Coupon Redemption Purchase Sharing Retargeting BUILD AUDIENCE ENGAGEMENT CONVERSION 19 Module 1 2 3 4

Social ads are about amplifying user actions, not broadcasting creative 20 Module 1 2 3 4

What’s the spark that brings everyone together? 21 Module 1 2 3 4

22 Module 1 2 3 4

23 Module 1 2 3 4

Delta Vee Motorsports targets Ferrari owners, members of Ferrarichat (forum for Ferrari owners), and people in email list. (Targeting) 24 Module 1 2 3 4

25 Module 1 2 3 4

Social media only works when people can see what you have to say – Put your message everywhere! 26 Module 1 2 3 4

WHO is doing this on what SCHEDULE? 27 Module 1 2 3 4

28 Module 1 2 3 4

What’s some funny uses for a duffle bag? Let’s find out… 29 Module 1 2 3 4

30 Module 1 2 3 4

31 Module 1 2 3 4

32 Download this guide here. Module 1 2 3 4

33 Since social amplifies everything else… Module 1 2 3 4

34 Module 1 2 3 4

q Distill what attracts people to your brand q Find and publish the proof to your story q Establish a process to produce more content that adds to your mission statement q Engage your audience and get them to share your message q Discover the influencers and communities in your niche and engage with them 35 Module 1 2 3 4

Your Instructor: Alex Houg  Follow on Twitter and Facebook! @AlexHoug facebook.com/alexhoug Targeting the right audience

Social ads are about amplifying user actions, not broadcasting creative 37 Module 1 2 3 4

• Post Frequency • Competitive Benchmarking • Fan Acquisition • • • • Newsfeed Reach Social Reach Search Ranking Likes and Comments • Earned Media • • • • • Email Collection Coupon Redemption Purchase Sharing Retargeting BUILD AUDIENCE ENGAGEMENT CONVERSION 38 Module 1 2 3 4

39 Module 1 2 3 4

Get it for free at the Chrome web store (https://chrome.google.com/webstore) 40 Module 1 2 3 4

41 Module 1 2 3 4

Companies no longer talk AT you, rather WITH you. 42 Module 1 2 3 4

Learn how they did it 43 Module 1 2 3 4

How a Blitz employee pranked Dennis 44 Module 1 2 3 4

Unlocking user data to power social discovery, awareness, and actions 45 Module 1 2 3 4

46 Module 1 2 3 4

47 Module 1 2 3 4

48 Module 1 2 3 4

Possible Reasons: 49 Module 1 2 3 4

What are Facebook’s 15 different ad types? Learn more here! 50 Module 1 2 3 4

•Brand appears trustworthy from friends approval. •Gets 5-10x response rates than from unconnected users •Can only be used for users already connected to your page If they like you, chances are, their friends will too! Friend of Fan information is key for marketing – Read why! 51 Module 1 2 3 4

•Don’t appear on your page’s timeline. •Designed to be used for ads. •Good for controlling which message you’re promoting to different audiences. Why/how do I set these up? Learn here! 55 Module 1 2 3 4

•Is code placed on your site to signal when a user lands on a certain page. •Used to track user behavior throughout conversion funnel and report. Offsite what-now? Confused? Learn more here! 56 Module 1 2 3 4

•Collects users as they visit your website, allowing you to advertise directly to them. •Useful for bringing potential customers back. •Similar to Google Remarketing. Want to learn more / Set this up? Click here! 57 Module 1 2 3 4

Social media success is about pinpoint precision targets 58 Module 1 2 3 4

How much you should spend depends on your goals. 59 Module 1 2 3 4

20-30% of total marketing should do the trick 60 Module 1 2 3 4

Facebook rewards high relevancy by discounting the price you pay for traffic. 61 Module 1 2 3 4

Targeting workplace’s your audience has listed on their profiles 62 Module 1 2 3 4

Targeting competitor keywords / brand names to piggyback and steal traffic 63 Module 1 2 3 4

Targeting things your demographic finds interesting outside of your brand’s focus 64 Module 1 2 3 4

Targeting users based on things directly related to your brand 65 Module 1 2 3 4

Always be targeted, else you risk not seeming both relevant and personal. 66 Module 1 2 3 4

67 Module 1 2 3 4

How Facebook Remarketing Works A person is browsing the web for Fuse products. That person goes to Facebook. ... and now they see ads for Fuse throughout Facebook. 68 Module 1 2 3 4

On both Google and Facebook 69 Module 1 2 3 4

How does the engagement funnel operate? Learn more here! 70 Module 1 2 3 4

•Page Like (Interests+Friends Of Fans) •Page Like (Media Workplace) •Page Like (Custom Audiences) •Page Post (Most Recent to Fans) •Page Post (Most Recent to Friends Of Fans) •Page Post (Custom Audience) •Page Post (Lookalike) •Sponsored Story (Page post Like to Interests) •Dark Post (Email Collection / To App or Tab) •Conversion Pixel (Site Conversion Tracking) •Website Custom Audiences •Call-To-Action Dark Post 71 Module 1 2 3 4

You’ve promoted thoughtful content, and your intended audience has noticed your brand in their newsfeed 72 Module 1 2 3 4

Page Like Ads using interests and Friend-of-Fans (FOF) 73 Module 1 2 3 4

Page Like Ads using Workplaces 74 Module 1 2 3 4

Gaining fans using Custom Audiences (This is why we told you to grow your email list in Module 1!) 75 Module 1 2 3 4

They’ve liked your page, are commenting and sharing, and are curious about using your brand 76 Module 1 2 3 4

Promoting your most recent post to your fans 77 Module 1 2 3 4

Serving page post ads to a custom audience 78 Module 1 2 3 4

Serving page post ads to lookalike audiences 79 Module 1 2 3 4

Promoting sponsored stories based on interests 80 Module 1 2 3 4

Using unpublished (dark) posts to collect emails or attract to an app / tab 81 Module 1 2 3 4

They’ve met your end goal and acted- Buying from you or using your service 82 Module 1 2 3 4

Using a conversion pixel to track conversions on your site 83 Module 1 2 3 4

•Page Like ads Interests+Friends Of Fans •Page Like ads to industry workplaces •Page Like ads to Custom Audiences •Promote most Recent post to Fans •Promote most recent post to Friends-Of-Fans •Promote page to your custom audience •Promote page to Lookalike audience •Sponsored Story post to literal interests •Sponsored story post to lateral interests •Dark Post to Fans of your page •Dark Post to your custom audience •One Ad using FBX Remarketing site-wide •External Google Adwords Remarketing campaign 84 Module 1 2 3 4

Remember: Social media success is about pinpoint precision targets 85 Module 1 2 3 4

Your Ad Campaign Leads Fans “This is how we can help you” “Here’s an event that’s coming up” Media Outlets “Check out our original case study” Every micro-target segment you make should have content tailored for the message you’re trying to reach them with. 86 Module 1 2 3 4

87 Module 1 2 3 4

Click here for a template Learn how to make your first analysis here Discover what other brands your fans like alongside yours 88 Module 1 2 3 4

89 Product / interest unions make great writing topics Module 1 2 3 4

Learn how to do this Broad Categories help pinpoint your demographics 90 Module 1 2 3 4

Click here for a template Learn how to make your first analysis here 91 Module 1 2 3 4

q Create graph search analysis to get target interests, q Build list of media workplace targets (based on "passion and identity" from module 2) q Estimate proper audience size based on budget. q (For Enterprise Level Only with 20k+ FB Fans) ads tool to find audience sizes. Create affinity grid in 92 Module 1 2 3 4

Your Instructor: Alex Houg  Optimizing your campaigns for supercharged performance Follow on Twitter and Facebook! @AlexHoug facebook.com/alexhoug Module 1 2 3 4

Social ads are about amplifying user actions, not broadcasting creative. 94 Module 1 2 3 4

Metrics in social should be around share of voice, engagement levels, fan quality, influence, and the lift to other conversion channels. 95 Module 1 2 3 4

•Page Like (Interests+Friends Of Fans) •Page Like (Media Workplace) •Page Like (Custom Audiences) •Page Post (Most Recent to Fans) •Page Post (Most Recent to Friends Of Fans) •Page Post (Custom Audience) •Page Post (Lookalike) •Sponsored Story (Page post Like to Interests) •Dark Post (Email Collection / To App or Tab) •Conversion Pixel (Site Conversion Tracking) •Website Custom Audiences •Call-To-Action Dark Post 96 Module 1 2 3 4

97 Module 1 2 3 4

98 Module 1 2 3 4

Social ads are about amplifying user actions, not broadcasting creative 99 Module 1 2 3 4

100 Module 1 2 3 4

101 Module 1 2 3 4

102 Module 1 2 3 4

Recapture users who visited your site, but didn’t convert 103 Module 1 2 3 4

Show your site visitors your ads all over the web. 104 Module 1 2 3 4

105 Module 1 2 3 4

106 Module 1 2 3 4

Create pixels that track conversions, then add them to the pages on your website where conversions happen. Conversion tracking also helps show ads to people most likely to convert off Facebook. 107 Module 1 2 3 4

How Partner Categories changed Facebook marketing With Partner Categories, you’re able to target users based on a variety of demographics information 108 Module 1 2 3 4

Learn how marketing automation makes things easier There are many solutions available, but we personally love Infusionsoft! 109 Module 1 2 3 4

Social media only works when people can see what you have to say – Put your message everywhere! 110 Module 1 2 3 4

Click here to learn more 111 Module 1 2 3 4

112 Module 1 2 3 4

(No, this isn’t a fashion tip! Don’t throw away your hats.) 113 Module 1 2 3 4

Read Jon Loomer’s Breakdown of Facebook’s Custom Audience TOS UIDs in custom audiences must be opt-in only. 114 Module 1 2 3 4

Facebook’s stance on fake likes The dangers of buying fans These are fake profiles that provide no engagement or value. 115 Module 1 2 3 4

Learn how marketing automation makes things easier There are many solutions available, but we personally love Infusionsoft! 116 Module 1 2 3 4

117 Module 1 2 3 4

(No, this isn’t a fashion tip! Don’t throw away your hats.) 118 Module 1 2 3 4

119 Module 1 2 3 4

Thank You! for being a part of the Facebook Marketing Textbook! @AlexHoug facebook.com/alexhoug www.alexhoug.com

SECTION RESERVED FOR UNUSED SLIDES

Download the worksheet here 122 Module 1 2 3 4 5 7 8

Download the worksheet here 123 Module 1 2 3 4 5 7 8

Download the worksheet here 124 Module 1 2 3 4 5 7 8

Download the worksheet here 125 Module 1 2 3 4 5 7 8

Download the worksheet here 126 Module 1 2 3 4 5 7 8

Download the worksheet here 127 Module 1 2 3 4 5 7 8

Download the worksheet here 128 Module 1 2 3 4 5 7 8

Download the worksheet here 129 Module 1 2 3 4 5 7 8

130 Module 1 2 3 4 5 7 8

131 Module 1 2 3 4 5 7 8

How it hurts your engagement rate 132 Module 1 2 3 4 5 7 8

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